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December 28, 2011 by · Leave a Comment 

Political advertising is expected to rise 30 percent in 2012 over 2008’s ad spending, according to research from MediaVest, a unit of French ad giant Publicis Groupe. Local TV is expected to be the chief beneficiary of the increase, which MediaVest predicts may rise to $4 billion, although spending on social media is also expected to climb. In an interview with AdWeek, MediaVest’s Maribeth Papuga said that some states where close races will be fought could see a rise of more than 30 percent in political spending. Moreover, given the overall decline in the number of TV viewers, “you have to buy more [commercials] to reach the same number of people,” Papuga said. One consequence of the increased political spending: other advertisers may be crowded out.